Strategic marketing: 5 big brand tactics you can use too

When we think about strategic marketing, it’s easy to think about global brands with massive budgets. But strategic marketing is not just for big business; many of the strategies used by the likes of Apple, Nike and Spotify can be adapted for smaller businesses with great success.

Let’s explore five well-known strategic marketing examples and see how small businesses can apply the same thinking.

1. Apple

Apple’s strength lies in how its products work seamlessly together. Whether it’s syncing messages across devices or using AirDrop, the brand encourages users to stay within its ecosystem.

Small Business Takeaway:

Don’t think in single transactions. For example, a beauty salon could offer packages that combine hair, skin and wellness treatments, creating a full-service ecosystem. Similarly, a café might introduce a loyalty app that integrates discounts, event invites and local partnerships. The key is to offer value across the board that gives customers more reasons to return.

2. Nike

Nike’s many campaigns are a masterclass in emotional marketing. It doesn’t focus on shoes or active wear, but on empowerment, identity, and achievement.

Small Business Takeaway:

Find the emotion behind your product or service. A local gym might tell stories of members overcoming personal challenges. A handmade jewellery brand could highlight the stories behind custom pieces. People buy from brands that reflect their values and aspirations and you can tap into that with purpose-driven storytelling.

3. Glossier

Glossier is a brand built on engaging directly with its customers, mainly through social media and the online store. The company prioritised real customer feedback and used it to shape everything from product development to marketing.

Small Business Takeaway:

You don’t need a massive following to build a strong community. Encourage customer reviews, feature user-generated content on your platforms, and listen to feedback. A local skincare brand could host live Q&As on Instagram or spotlight customer transformations.

4. Coca-Cola

Coca-Cola manages to remain globally consistent while adapting its marketing to different regions. This approach, known as “glocalization”, has helped the brand stay relevant across cultures.

Small Business Takeaway:

Tailor your messaging to your community without losing your core identity. A bakery might run promotions tied to local festivals or highlight locally sourced ingredients. If you run ads, consider using regional accents or references. Localising your approach shows you are part of the community and you truly care.

5. Spotify

Spotify’s algorithm-curated playlists and recommendations make users feel like the platform “knows” them. This kind of personalisation keeps users engaged.

Small Business Takeaway:

Even without AI, you can personalise customer experiences. A pet store could send tailored product recommendations based on pet type. A freelance coach might offer custom resources based on client goals. Use customer data to build relationships, not just contact lists.

It’s not aways about having the biggest budgets

Strategic marketing isn’t about having the biggest budget. Instead, it’s about having the sharpest focus. By thinking long-term, aligning your marketing with your business values, and putting your customers at the centre, you can adopt many of the same principles that global brands use to grow loyalty and reputation.

Whether you're running an e-commerce shop or a service business, the same rules apply: connect, personalise, and always aim to deliver more than just a product.